- How does Confetto adapt Gen‑Z storytelling across different Asian cultures and platforms?
We tap into trending reels and formats, then localise them to fit Asian cultural nuances. But we don’t restrict content to just one platform if it’s good, it’s good everywhere. Cross-posting helps us maximise impact and reach, regardless of where the trend started. - How do you see short‑form video (Reels, TikTok) evolving in Asia, and how is Confetto preparing for that?
Trends travel fast but unevenly. In markets like Malaysia, Thailand, and Indonesia, users pick them up lightning quick. Singapore tends to be slower. So we look to our neighbours as trend predictors, helping us stay ahead of what’s coming next. - What does brand “chemistry” mean to you—how do you build meaningful emotional connections between brands and Gen‑Z audiences?
It’s all about being raw, real, and no-BS. Gen Z can smell fluff from a mile away. If your content isn’t authentic, they’re out. We build chemistry by creating value content that feels honest, not polished for the sake of it. - How Silvia’s fashion background shapes her approach to visual storytelling and brand-building in digital marketing.
Fashion is all about stopping power visuals that make you look twice. That’s the same energy we bring to campaigns: bold, scroll-stopping content with a touch of guerilla flair. We don’t just want attention. We want obsession. - The real challenges of pivoting from a failed tech startup to a thriving content agency and what most people get wrong about “failure.”
Failure isn’t the end it’s tuition. I’ve failed at a fashion brand and a tech startup, and both taught me how to survive with almost nothing. Confetto exists because of those failures. Most people avoid failure. I say: fail fast, learn faster. - Why Confetto prioritises flexibility and client empathy over rigid agency processes, and how this approach has resonated with SMEs.
Because I’ve been on the other side. As a founder, I didn’t want an agency that just clocked hours. I wanted someone who cared. So that’s what we give our clients. We treat every project like it’s our own brand because we know what that pressure feels like. - The early adoption of Instagram Reels and iPhone videography in Singapore: what Silvia saw that others missed.
I was obsessed with U.S. creators doing slick transitions and edits and shocked no one here was doing the same. So we jumped in. Confetto was the first to offer iPhone videography as a legit service. It was scrappy, affordable, and perfect for SMBs. People thought we were crazy. Turns out we were just early. - The mental health realities of agency life, and Silvia’s commitment to building a supportive, balanced work environment.
Burnout kills creativity. That’s why OT is rare here. We believe in rest, balance, and respect. No ego, no hierarchy. Just a team that’s got each other’s back. Everyone’s voice matters, whether you’re designing slides or leading strategy. - In a time when content is everywhere, how do you define ‘substance’ versus ‘noise’—and how does Confetto help brands cut through?
Substance = value. If your audience doesn’t walk away with an “Aha!” moment, you’ve made noise, not impact. Whether it’s a killer ad or a heartfelt message, it has to hit. That’s what we help brands do: Cut the fluff and hit where it matters. - What’s one unpopular opinion you have about the digital marketing industry that more people need to hear?
Engagement ≠ sales. A viral video might get all the likes, but zero conversion. You still need straight-up sales content to close. Engagement builds trust, but to sell? You need to ask for the sale. Clearly.
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